Proposed layout of an online store website based on the mental model of Iranian Users.

Abstract

Background: Users' interaction with the websites shapes their mental model in relation to the website layouts. Consequently, designing websites based on the users' mental models can lead to better performance and greater user satisfaction. This study aimed to determine the mental model of a sample of Iranian users regarding the object layout of an online store website.

Methods: A total number of 171 participants took part in this study. They were asked to arrange the objects of an online store website including horizontal and vertical menus, search, logo, home, shopping cart, sign-up/login, contact us/about us/help on a Word document page based on their preferences and expectations. Data were analyzed based on the users' mental models and their demographic details.

Results: Participants located the website objects as follow: simultaneous use of horizontal and right vertical menus (36.3%), search box in the upper-middle area (48%), logo in the upper-middle area (38.6%), home object in the upper-right area (36.3%), shopping cart location in the upper-left area (38%), sign-up/log in in the upper-right area (41.5%), and contact us/about us/help in the upper-right area (28.8%). No significant difference was found between the positions of objects and gender or internet experience, except for the dominant hand with vertical menu and home position.

Conclusion: Difference between the findings of this study and those reported in other countries may suggests that the written language can influence the position of certain website objects. It is, therefore, may not be feasible to utilize the results of studies from other countries in the design of domestic websites.